GameStop announced today that it has entered into a partnership with researchers from the Center for Retailing Studies at Texas A&M University’s Mays Business School and IBM.

IBM will provide the video games retailer with its BlueMix could platform, which will allow GameStop to "incorporate new mobile and cloud apps with previously existing systems, creating an enhanced atmosphere for customer interaction online and in-store."

GameStop will also be working in conjunction with Texas A&M University, focusing on developing new apps according to research of progressing technologies and shifting consumer experiences.

Two priorities of this new partnership are creating a smartphone app consumers can activate at store entrances, app alerts for deals on games related to items from their wish lists, and the development of an app providing consumers with a glimpse of video game trailers and other product details by simply holding smartphones up to the item.

Stores in Texas will be the first to have access to this new technology in the fall, with an expansion planned for stores on the East and West coast later in the year.